How Can LINE User Tagging Power Precision Marketing?
After completing the LINE Official Account 2.0 upgrade early this year, LINE has kept strengthening its features to deepen connections between brands and friends. In the second half of the year, it is focusing on “maintaining friend relationships” and “stronger identification,” letting the dashboard segment users more finely so brands can group friends by attributes as they interact and later send tailored messages based on each group's traits and preferences.
ILING WuProduct Marketing Manager
After completing the LINE Official Account 2.0 upgrade early this year, LINE has kept strengthening its features to deepen connections with friends. With every official account now upgraded, LINE is focusing in the second half of the year on “maintaining friend relationships” and “stronger identification,” and will launch two major new products.
The dashboard can now segment users more finely, so brands can group friends by attributes as they interact and later send tailored messages based on each group's traits and preferences. You can even personalize greeting messages and rich menus, taking customization as far as it goes.
The bottom line first
Tagging shows marketers each user's journey: how a tag was applied and why. This helps marketers understand their audience better and, through more campaigns and segmentation, get messages to exactly the right people.
User tagging: LINE, Google and Facebook are all doing it
Each of us carries plenty of digital tags. Open Google's ad personalization settings and you'll see a long list of them. When I checked mine, they were scarily accurate (though I'm not a dog person and still got tagged as one). Every tag helps Google decide which ads to show you for precise targeting. The more you click, the more tags you collect, and the more effective ads and messages become.
LINE is no longer the main source of traffic. To maximize traffic, you can bring in more people through Facebook, Instagram, all kinds of ads and offline event exposure.
So how should you run LINE from here?
Tagging friends is the first step
BotFat lets you tag users. Unlike the official LINE dashboard, which only lets you filter by gender, age and region, tagging lets you bundle audiences far more precisely.
Tags help marketers understand consumers' intent and the lifestyle behind it, so they can find the best channel and moment for a brand to talk to them.
One client promoted an event sign-up on LINE in two rounds. The first round went to an audience we had already bundled by tags; the second went to all friends of the account. Within six hours, the data clearly showed the difference.
For the same post, the tagged segment delivered higher engagement, more new friends and more average interactions than the send to everyone.
Tagging opens up many more possibilities
Tagging is only the first step. With smart planning and campaigns, marketers can make tags far more meaningful. Many brands use personality quizzes or surveys when people add them as a friend to learn their preferences and segment customers from day one.
From there, tags unlock a wide range of marketing tactics. Here are two quick examples:
Example 1:
A LINE rich menu can show different content depending on a user's tags. You can create dedicated content for each tag, so people with different preferences see different content, achieving perfect segmentation.
Ko Wen-je made heavy use of this “persona tagging” approach in his 2020 campaign, switching between different roles.
Further reading:The 2020 LINE election project kicks off
Example 2:
Offline events can take sign-ups through LINE too. The moment someone registers, they get a tag such as “OO Event_Mystery Bean.” After sign-up, you can even send a confirmation message to everyone booked into a specific session to check whether they'll attend.
The final word
Tags help marketers understand their audience better. Many people assume LINE block rates are always high. For accounts built around loyal fans, we generally recommend keeping the block rate under 20% by sending users more relevant messages. If you're a dog person and I keep sending you cat photos, wouldn't you block me right away?
What else can you do with tags? Cat person or dog person, marketers who put these tools to creative use can get the most out of them. If you have any questions, leave a comment below.
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